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More news organizations are trying to adopt a nonprofit model, but they likely have no experience in fundraising. They might want to look at Andy Robinson's book "How to Raise $500 to $5,000 from Almost Anyone."
As someone who did fundraising on many boards, I can say that Robinson knows the territory. The website for nonprofits Guidestar ran an excerpt from his book in which Robinson gives a lesson in how to respond to avoidance tactics of funders when you call:
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I don't mean to imply that that the following responses constitute one conversation, and that you have to handle eight or nine put-offs in a row. But my general rule is that you should respond to at least three before giving up.
Objection: "I don't have time to talk right now." Response: "When would be a better time to call?"
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